Welcome to Network Marketing Pro. My name is Eric Worre and today I want to answer
one question once and for all. What is it that we call what we do? There's people
who say that we are MLM, multi-level marketing. There's people that say that
what we do is direct selling. A lot of people talk about that.
Direct-to-consumer. Affiliate marketing. All different kinds of things and some
say network marketing. Okay so I'm going to describe what it is that we do and
then I want to answer the question once and for all. In my opinion, here's the
best description of all of those that I just I just named. I'm going to give you
the best description and I hope it can become the standard that we all embrace
because, right now, we're confusing the world. Right now the only way to let
somebody know what it is that we do is to to name a company. Oh you know
it's like this company. Oh you know it's like that company. Oh. People go oh
okay, okay, okay. I'm not interested because I know about that company. So
we need to describe the channel of distribution that we represent because
there are different channels of distribution, right. There's retail.
There's franchising and there's what we do. There's many other forms but there's
what we do. Okay. So let me describe what it is that we do. Give you a description
and then let's come up with a name for it. Alright, so you with me? What we do
ultimately is we sell products to consumers using word-of-mouth
advertising. That's essentially what we do. Now we do that
with three basic strategies. Strategy number one is personally, as distributors,
for a company; we personally go out there and we gather customers and we sell
products and services to those people by sharing with them the value of those
products and services. We educate them about the value of those products and services.
So we personally create and gather customers and service those customers.
That's what we do, number one. Number two, we build a network of other
distributors doing the same thing. Okay and we expand. We're constantly
expanding that network. So in other words, it's not just what we recruit but we
have the ability inside of this business to build a group of distributors that we
recruit and they have the ability to grow on and they have ability to to grow
one. So we can have this ever-expanding network of distributors who are also
selling products and services to consumers using word-of-mouth
advertising. So, number one, we gather customers with word-of-mouth advertising.
Number two, we build and expand a network of other distributors doing the same
thing and three we as leaders, we apply leadership to that network to improve
the productivity of the network. A function of a leader inside of our
business is to improve the productivity of that
network because if there's two networks out there one of them isn't selling
anything. One of them isn't growing. One of them isn't expanding. One of them isn't
moving products and the other one is moving a lot of products. Well, one has no
value and the other one's very valuable. So one, we sell products and services to
consumers using word-of-mouth advertising. Two, we build and expand a
group of other distributors doing the same thing and three we work as leaders
to improve the productivity of the network that we are building and growing.
That's what we do. Now, so if you're to describe that in a term, let's talk about
the term multi-level marketing. MLM. Does that describe what I just talked about?
The answer's no. It does not describe it. All it talks about is the second aspect
that you can get more than one level of benefit
from the group that you're building. It doesn't talk about sales. It doesn't talk
about the the leadership aspect. It doesn't talk about expanding the
network. It doesn't talk about any of those things it talks about one little
aspect of our compensation plan. So, multi-level marketing or MLM is in my
opinion a terrible term for what it is that we do. The second one's going to
offend a bunch of people. I'm just telling you right now. A bunch of trade
organizations, a bunch of people, put a lot of time and effort into this
term. But some people like to describe what I just laid out as the attributes
of what it is that we do. They love to describe it as Direct Selling. Here's why
Direct Selling is a poor description of what we do. A little kid selling lemonade
on the street to somebody walking across is engaged in direct selling. Is that
what we do? Not at all. A person selling their used automobile to somebody else
is engaged in direct selling. Is that what we do? Not at all. Matter of fact
direct selling implies direct from manufacturer to consumer. Does it not? Yet
we're in the middle. We're the connector between the consumer and the
manufacturer so it's not direct at all. It's through us. It's connected through
us. I watched recently, I went and sat in,
there's a couple professors, amazing people, that teach their top
marketing experts or top business ethics experts and they're fans of what
it is that we do. And I watched them. I sat in their class and I watched them
try to describe what it is that we do to this group of very high level students.
And the students were completely confused. Because they kept using
Direct Selling. So Direct Selling, you mean like internet marketing? No, no, no.
That's internet marketing. That's not that's not this.
Oh you mean like getting some product over here and then selling
it to consumers directly. Is that what you mean?
No, no, no. That's not what we're talking about at all.
So these poor kids were so confused and guess what the entire world is confused
when we use direct selling. That's one piece of what we do. Yes, we get the
product from the manufacturer and yes we market that product to customers using
word-of-mouth advertising. But most of the world is involved in direct selling
of some sort. Anything that's not retail, anything that's not franchising is a
form of direct selling and it's incredibly confusing because it doesn't
describe what it is that we do. So I'm sorry. I'm sorry.
Direct selling is nothing more than confusing to the marketplace. So based
upon the description I laid out for what it is that we do MLM is a poor
description. Direct Selling is a poor description. Let me give you the best
description in the world and I pray that it can become the standard that we all
embrace. That is Network Marketing. What do we do? We are marketing products and
services through a network of distributors. And ever-expanding
and ever-increasing in its productivity network of distributors. We
are using a network of distributors to market products and services using
word-of-mouth advertising. It is clearly, network marketing is clearly the best
description to try to define what it is that we do. Now if we will all embrace
this then we won't have to say, when people say, so what do you? What do you do?
We wont to say, oh you know, like this kind of company. Oh, you know, like
that company. Oh, you know, like this billion-dollar network marketing company
or that billion-dollar network marketing company. We won't have to use names of
companies anymore in order to describe what we do. It'll become like franchising.
You'll have retail. You'll have franchising. You'll have network
marketing as a distribution channel. Now and I'm going to give one more thing
that I think is going to offend some people. There are some inside of the
network marketing community that run away from defining us as what we are. No,
no we're not one of those network marketing companies. We're direct selling
company. Like they're hiding from the fact of what we are. We need to be proud
of what we provide. Is there black eyes from now and then with people with
irresponsible claims on the product? People with irresponsible claims on the
opportunity. People who misrepresent what it is that we do and say it's super easy.
When it's not necessarily easy. It's challenging. It's entrepreneurial, but you
know it's real entrepreneurial work. But instead of embracing the fact that
their network marketing. They try and just hide it. No, we're like
this and they just try to describe it under these more confusing
rules. And they, at the same time, they kind of say no we're not like one
of those network marketing companies. When of course they're a network
marketing company. The sooner the entire profession, the entire industry, all the
companies represented say yes I'm a network marketing company; yes I'm proud
of it. Yes, for the average person with entrepreneurial dreams it's a better way.
Yes, this is what we are. The faster that happens the faster our entire profession
gets standardized around the world. The faster we stop attacking each other and
trying to differentiate between each other as far as what we are and we just
bring products and services. We're proud of the fact that we use it through
word-of-mouth advertising. We're selling quality products and services to
consumers using word-of-mouth advertising. We are building and
expanding a network of distributors who are doing the same thing and we are
increasing through our leadership the productivity of that network. So I hope
that helped. I know it's going to be controversial, but if you know
somebody that needs to see this go ahead share this with them. Let them take a
look at it. Maybe share it with your company. Maybe
shared it with the people who are working inside of your organization that
maybe aren't just as proud of network marketing as they need to be. Do we
need to get better? Yes. Do we need to improve? Yes.
Network marketing isn't perfect, but it is better for the average person with
entrepreneur dreams. Let's put our shoulders back. Let's put our chins up
and let's go tell the world. Everybody have an amazing day. I'll see you next
time. Take care. Bye bye. Hey my name is Eric Worre and if you're involved in
the network marketing profession I want to invite you to come to the Network
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